Typography is all around us ... on signage, billboards, the products we buy, movie titles, logos, everywhere. Hundreds of typefaces and font sizes bombard us on a daily basis. That's because type is one of the most powerful tools of communication--it is verbal as well as visual. Yet most of us don't even notice it--at least not on a conscious level.

What is Typography?

Typography, to put it simply, is the use of a type style (or styles) in the design of a message and is an essential component of graphic design. Although people typically refer to all typefaces as "fonts," typeface refers to the family of type such as Arial or Tahoma, while font actually refers to the size and weight of the face such as Arial 12pt Bold. You are using typography in your word processing program when you select a typeface for your message. On some level, you may have come to realize that certain typefaces work better than others or may have limitations depending on your message. You have probably discovered, for example, that you can't use a Script face if your message is to be printed in all capital letters--it will be virtually illegible.

What you may not have noticed on a conscious level is that typefaces have "personalities." Some are formal and quite serious, others are dark and heavy and make a bold statement, some are frilly and ornate, and still others are decorative and can add fun and whimsy to your message. Therein lies the work and the joy for typographers--those who design these typefaces. It's huge undertaking to design a new typeface--typographers must consider the hundreds of optical relationships between all the combinations of characters so that when used in print, the printed message will appear to have flow and balance. A study of typography will give you a new sense of respect for the laborious work that goes into designing the font selections we see and use and take for granted every day!

Here are 3 considerations for choosing a typeface!

1. Serif or Sans Serif?

Serifs are the pointed elements found on the ends of letters while Sans (meaning "without") Serif letters do not have these decorative elements and are smoother to the eye. Can you see the difference between these two?

Serif

Sans Serif

A general rule of thumb is that serif lettering is better for reading printed words on paper while sans serif lettering is easier to read on the computer screen. That having been said, this rule can be broken if you know what you're doing. Graphic designers are trained to know when and how to deviate from that rule to create your message.

2. The typeface should fit the message.

A sure sign of amateur work is the use of too many typefaces and fonts in one message and random placement of titles and other printed or graphic elements. When the wrong face is used or too many of them, the message is lost in the visual confusion. A professional designer knows how to select the right face for your project. The resulting piece is well planned and well executed and successfully communicates the intended message with flow and balance.

3. Create an identity for your business.

Choosing the right typeface for your business is essential to creating an identity. Look at the many business logotypes (logos designed around words moreso than pictures) that you would recognize even if you couldn't read them. Gather up some samples of the communications you've sent out over the last few weeks or months. Do they look like they all came from the same company? Is there a recognizable style to them? Graphic designers can help you define your business identity. They can help you create a look that is uniquely yours and all of your communication pieces can be built upon that framework, creating a cohesiveness that indicates you're a professional and your business is clear, organized, and here to stay.

So there you have it--three more compelling reasons to hire a graphic designer to create your visual communication pieces. Better to hire a professional than send out documents that don't look professional. You're not necessarily saving time or money and you may not be enhancing your business image by doing everything yourself from an untrained perspective. Your materials make that crucial first impression, the determining factor in whether a potential customer sees a professional organization worthy of a business relationship--or not. So carefully consider all the positive reasons to hire a graphic designer for your next communication project.

FMI - For More Information

Type foundries--the places where typefaces and fonts are designed and sold--can be cool places to check out! Just imagine the hours of work that went into designing each one and making the combinations work and flow! Here are some you might enjoy perusing:

http://www.fonts.com

http://www.1001freefonts.com

http://www.urbanfonts.com

Typography Tutorial: http://desktoppub.about.com/od/typetutorials/Practical_Typography_Tutorials.htm

Motivational Minute

Do you dream of having your own business? Is there a passion you could pursue in earnest and make a living doing it? Are you just thinking about it and not acting upon it? What are you waiting for?

"There is no scarcity of opportunity to make a living at what you love to do, there is only scarcity of resolve to make it happen."— Wayne Dyer

There are so many people dreaming of things they will never achieve because they will never get up from there and make it happen! They will imagine the possibilities without pursuing them, and grow old with regret at what might have been. Don't let that be you! If you have a dream, go for it! Get up from that comfortable seat of complacency, crawl out of that protective cocoon, and take one step. Just one step! And then another. And then another. And then another ... Wherever you end up will be so much better than where you were!

Quarterly Quotes:

"Words, once they are printed, have a life of their own."
--Carol Burnett

"The skill of writing is to create a context in which other people can think."
--Edwin Schlossberg

"Detail makes the difference between boring and terrific writing. It’s the difference between a pencil sketch and a lush oil painting. As a writer, words are your paint. Use all the colors."
--Rhys Alexander

"You must not come lightly to the blank page." --Steven King

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Copyright 2008 by Lot:21 Design